Sephora and Ulta Beauty are two of the most prominent names in the beauty retail industry, each offering a unique shopping experience, product range, and target audience. While Sephora is known for its luxury and prestige beauty brands, Ulta Beauty combines high-end and drugstore products under one roof, catering to a broader audience. As of 2025, both retailers have expanded their footprints significantly, with Ulta Beauty operating over 1,500 stores in the U.S. and Sephora boasting more than 2,700 locations globally. Let's dive into their differences, product offerings, target markets, store count, product offerings, and recent developments.
Foundational Differences
| Criteria | Sephora | Ulta Beauty |
|---|---|---|
| Established | 1969 (France) | 1990 (United States) |
| Founder/Owner | Dominique Mandonnaud | Richard E. George, Terry Hanson, and Dick George |
| Parent Company | LVMH (Moët Hennessy Louis Vuitton) | Publicly traded (NASDAQ: ULTA) |
| Number of Stores | 2,700+ (as of 2025) | 1,500+ (as of 2025) |
| Target Market | Luxury and prestige beauty shoppers | Broad audience: mass to prestige |
| Price Point | High-end | Affordable to high-end |
| Product Focus | Prestige beauty, skincare, and fragrance | Mass and prestige beauty, salon services |
Pricing Differences
One of the most significant distinctions between Sephora and Ulta Beauty is their pricing strategies.
- Sephora: Focuses on luxury and prestige beauty brands, with products often priced at a premium. For example, a Dior foundation retails for $52, while a Fenty Beauty lipstick 25. Discounts are limited to their annual Beauty Insider Sale and loyalty program rewards.
- Ulta Beauty: Offers a wide range of price points, from affordable drugstore brands like Maybelline and L'Oréal to high-end brands like Chanel and Dermalogica. Frequent sales, such as their 21 Days of Beauty event, make it a favorite among budget-conscious shoppers.
| Criteria | Sephora | Ulta Beauty |
|---|---|---|
| Price Range | High-end (25−200+ for skincare) | Affordable to high-end (5−200+) |
| Typical Savings | Limited discounts, loyalty rewards | Frequent sales, up to 50% off |
| Merchandise | Prestige beauty and luxury skincare | Mass to prestige beauty, salon products |
Product Offerings
The product offerings at Sephora and Ulta Beauty reflect their distinct brand identities.
- Sephora: Specializes in luxury and prestige beauty brands, including Dior, Fenty Beauty, Drunk Elephant, and Pat McGrath Labs. It also offers exclusive collaborations and limited-edition collections. In 2025, Sephora expanded its clean beauty section, with 30% of its skincare products now meeting clean standards.
- Ulta Beauty: Combines mass-market and prestige brands, offering everything from NYX Cosmetics to MAC and Tarte. Ulta also provides salon services, including haircuts, facials, and brow treatments. In 2025, Ulta introduced a vegan and cruelty-free beauty line, which now accounts for 20% of their inventory.
| Category | Sephora | Ulta Beauty |
|---|---|---|
| Key Products | Luxury makeup, skincare, fragrance | Mass to prestige beauty, salon services |
| Exclusive Brands | Fenty Beauty, Rare Beauty, Sephora Collection | Ulta Beauty Collection, Kylie Cosmetics |
| Sustainability | 30% clean beauty products | 20% vegan and cruelty-free products |
Services
The services provided by Sephora and Ulta Beauty align with their respective customer experiences.
- Sephora: Offers complimentary beauty classes, makeup consultations, and skin care analysis using advanced tools like the Color IQ and Skin IQ. Their Beauty Insider loyalty program provides exclusive perks, including early access to sales and birthday gifts. In 2025, Sephora launched virtual try-on tools for makeup and skincare, enhancing their digital shopping experience.
- Ulta Beauty: Provides in-store salon services, including haircuts, facials, and brow shaping. Their Ultamate Rewards program offers points for every purchase, which can be redeemed for discounts. Ulta also introduced curbside pickup and same-day delivery in 2025, improving convenience for shoppers.
| Service | Sephora | Ulta Beauty |
|---|---|---|
| In-Store Experience | Luxury, tech-driven consultations | Salon services, mass to prestige shopping |
| Additional Services | Virtual try-on, beauty classes | Haircuts, facials, curbside pickup |
Customer Experience
The customer experience at Sephora and Ulta Beauty caters to different shopper preferences.
- Sephora: Creates a high-end, tech-driven shopping experience with a focus on luxury and innovation. Their stores are designed to feel like a beauty playground, with interactive displays and expert advice. In 2025, Sephora’s customer satisfaction scores reached 90%, driven by their personalized services.
- Ulta Beauty: Offers a one-stop-shop experience, combining beauty products and salon services. Their stores are designed to appeal to a broad audience, with a mix of affordable and high-end products. Ulta’s customer loyalty program saw a 25% increase in membership in 2025, with over 40 million active members.
| Experience | Sephora | Ulta Beauty |
|---|---|---|
| Atmosphere | Luxurious, tech-driven | One-stop-shop, inclusive |
| Customer Service | Expert consultations, personalized | Friendly, salon services |
Return Policies
Sephora and Ulta Beauty offer customer-friendly return policies, though they differ in flexibility.
- Sephora: Provides a 30-day return policy for most items, with a receipt. Their Beauty Insider members enjoy extended return periods. In 2025, Sephora introduced eco-friendly packaging for returns, reducing their environmental impact.
- Ulta Beauty: Enforces a 60-day return policy for most items, with or without a receipt. Their Ultamate Rewards members receive additional perks, such as free shipping on returns. Ulta’s return process efficiency improved by 20% in 2025.
| Returns | Sephora | Ulta Beauty |
|---|---|---|
| Return Policy | 30 days (60 days for members) | 60 days |
| Conditions | Receipt required for non-members | No receipt needed for members |
Authenticity and Quality
Both Sephora and Ulta Beauty prioritize quality and authenticity in their products.
- Sephora: Known for its curated selection of luxury and prestige brands, it guarantees authenticity for all products. In 2025, Sephora’s product defect rate dropped to less than 1%.
- Ulta Beauty: Offers a mix of mass and prestige brands, with a focus on quality and affordability. Ulta’s private-label brands, such as the Ulta Beauty Collection, have seen a 15% increase in sales in 2025.
| Criteria | Sephora | Ulta Beauty |
|---|---|---|
| Product Quality | Luxury, prestige brands | Mass to prestige, high-quality |
| Private-Label Brands | Sephora Collection | Ulta Beauty Collection |
Recent Developments
- Sephora: In 2025, Sephora expanded its global footprint, opening 200 new stores in Asia and Europe. They also launched a clean beauty certification program, ensuring 30% of their products meet clean standards.
- Ulta Beauty: In 2025, Ulta opened 100 new stores in the U.S., bringing its total store count to 1,500+. It also introduced carbon-neutral shipping and expanded its vegan beauty line.
Conclusion
Sephora and Ulta Beauty cater to different shopper needs, making them complementary rather than competitive. Sephora is the go-to destination for luxury and prestige beauty, offering a high-end, tech-driven shopping experience. Ulta Beauty appeals to a broader audience, combining mass-market and high-end products with salon services.
